TIKTOK
As Facebook commits to independent GARM brand safety verification, getting YouTube, TikTok …
For a global partnership between the top social media platforms and brands to create brand safety measurement standards to move ahead, the side holding the purse strings wants a lie detector test.
Nearly two years after its formation, the World Federation of Advertisers’ Global Alliance for Responsible Media, or GARM, has made progress toward creating a standardized set of brand safety measures agreed upon by platforms and advertisers. In April, the group — whose members include YouTube, Facebook, Instagram, Twitter, TikTok, Snap and Pinterest as well as big-spending global brands like Anheuser-Busch InBev and Unilever — published its first first Aggregated Measurement Report, which featured entirely new brand safety metrics. However, the milestone is marred by the participating platforms supplying their own, unverified measurements.
GARM aims to change that.
The next step is getting the platforms on board to allow an independent auditing firm to sign off on the transparency reporting data supplied to GARM by the platforms. Thus far, only one — Facebook — has committed. But, the rest remain holdouts. There is no indication yet that the other platforms participating in GARM will agree to allowing third-party auditing of the information they provide to the brand safety transparency group.
“These are ongoing conversations that the GARM Steer Team is having with each of the platforms to make sure that they follow through with their MRC accreditation in a way that is sustainable and appropriate,” said Rob Rakowitz, initiative lead at GARM.
He said that some platforms have fewer resources such as people or budget to fulfill audit requirements, for example. “It would be in everybody’s best interest that there is third-party verification on these numbers,” he said, adding that GARM members expect independent audits eventually to be an integral part of the reporting process.
“They will not be dodged,” said Rakowitz of the potential audits.
The state of platforms playing ball
Facebook publicly stated in July 2020 it would allow for the industry’s go-to measurement verification body, Media Rating Council, to evaluate its compliance with GARM’s brand suitability framework, in the hopes of garnering accreditation for the MRC brand safety guidelines for monetized content. However, those words have not yet resulted in tangible results. Although the company is the only one of the platforms that has publicly agreed to MRC conducting an audit of its brand safety transparency reporting for GARM, and plans an independent audit of its self-published content enforcement and standards reports, no MRC brand safety auditing specifically related to GARM reporting has been done at Facebook as of this article’s publication.
Separately, but on related trajectories, both Facebook and YouTube are working with MRC on brand safety-related audits that are not GARM-specific. Facebook is set to commence an MRC audit related to brand safety metrics in June. And Google-owned YouTube has received accreditation from MRC for its brand safety processes that evaluate content on the platform at the individual video level for ads bought through YouTube’s reservation program or through Google’s ad tech. But it has yet to commit to an audit of the brand safety transparency reporting it supplies for GARM. Last year the video platform did begin working on updating its brand safety processes to align with GARM’s standards.
“YouTube remains committed to partnering with GARM to support its mission to develop an industry-wide approach towards building a more sustainable and healthy digital ecosystem for everyone. We are in discussions with the MRC to explore our next accreditations, but have not committed to an independent audit of our metrics at this time,” a YouTube spokesperson told Digiday.
There’s a bit of bureaucracy adding complexity and slowing the process. MRC cannot conduct an audit to verify data supplied by platforms for the GARM report until GARM’s reporting requirements are finalized and then incorporated into MRC’s brand safety standards and audits. That has yet to happen, according to the MRC.
By contrast, while GARM participant TikTok believes in the accountability and transparency mission, the company isn’t ready to commit to a third-party audit. “We don’t really have a stance on it now,” said Dave Byrne, global head of brand safety and industry relations at TikTok, regarding third-party audits of the brand safety data it provides to GARM. But he added that GARM gives platforms a forum “to be transparent in a way that advertisers can hold them accountable, but it never feels like a conflict; it feels like a collaborative working environment.”
Convincing platform partners to agree to outside audits is “of course, a tender process,” said Luis Di Como, evp global media at Unilever, which is a founding member of GARM. While he said GARM advertiser members demand independent oversight of platforms’ first-party brand safety reporting, Di Como acknowledged, “This cannot be done overnight.”
A sign of progress
Overall, the GARM process aims to reconcile the platforms’ disparate efforts to moderate content and provide brand safety-related measurements. For instance, GARM’s aggregated measurement report translates content violation categories the platforms use internally or in their own branded transparency reporting into standard categories. What Facebook deems “Hate Speech” and “Bullying and Harassment” and Twitter calls “Hateful conduct” are all labeled by GARM as “Hate speech & acts of aggression.”
At this stage, Rakowitz and Di Como both stressed the value of the newly agreed-upon metrics included in the group’s inaugural report. The new Violative View Rate measures the percentage of views that contain content considered to be in violation, while another new standard used by YouTube for the report, the Advertising Safety Error Rate, gauges the percentage of total impressions on content that is in violation of content monetization policies aligning with GARM standards.
GARM’s report presents a macro-level view of aggregated data showing what’s happening according to brand safety measures across a platform. But the existence of the new metrics already appears to be influencing how the platforms and others report at the campaign level. The existence of those newly-created standardized metrics — which GARM hopes MRC will eventually verify for all platforms — “is definitely having a knock-on effect on post-campaign reporting,” said Rakowitz. “We are hearing from not only the content verification companies, but platforms themselves that some of these metrics will be introduced into campaign reporting,” he continued.
The knock-on effects may extend further and go beyond advertising. Ultimately, as regulators and legislators lump together big tech platforms and their alleged harmful societal impacts and demand transparent reporting about hate speech and disinformation, GARM standards could help the platforms align on how they report that information to governments, too, suggested Rakowitz.
“Advertisers, CMOs and media leads are not the only stakeholders,” he said.
TIKTOK
TikTok Expands Creator Tipping and Video Gifts, Providing More Monetization and Marketing Options
TikTok continues to expand its creator monetization tools with the addition of video tipping and virtual gifts for regular uploads, in addition to live-streams in the app.
To be clear, live tipping and digital gifts have been available for selected live-stream creators via its Creator Next program since last year. This new expansion brings the same functionality to regular TikTok videos, which will add another way for users to generate direct income from their TikTok videos.
As you can see in these screenshots, shared by social media expert Matt Navarra (via Dan Schenker), to be eligible for the new Creator Next program, users will need to have at least 1,000 followers, and will need to have generated more than 1,000 video views in the previous 30 days.
Though TikTok does note that these requirements vary by region – TechCrunch has reported that creators need to have at least 100k followers to qualify in some cases.
As explained by TikTok:
“The new Tips feature allows people to directly show gratitude to creators for their content, much like recognizing exceptional service or giving a standing ovation. As is standard for tipping in person, with Tips creators will receive 100% of the tip value.”
Tip payments will be processed by Stripe, with creators required to sign up to manage their earnings in the app.
“With Video Gifts, also available today, creators can now collect Diamonds not only by going LIVE but also by posting videos. This also gives people an all-new way to interact and engage with content they love.”
That will provide expanded capacity to generate real money from posting, without having to go live, which will open new doors to many TikTok creators.
In addition to this, TikTok’s also lowering the threshold for those who can list their profiles in its Creator Marketplace brand collaboration platform, which enables businesses to find TikTok influencers to partner with on in-app campaigns.
Up till now, creators have required 100k followers to qualify for these listings, but now, TikTok is reducing that number to 10k, which will further expand available opportunities for both users and brands.
That could make it much easier to find relevant creators to partner with, in a lot more niches, which will add more considerations into your TikTok posting and engagement process.
As noted, these are the latest in TikTok’s broader efforts to provide comparable monetization opportunities, in order to keep its top stars posting to the platform, as opposed to drifting off to YouTube or Instagram instead, which have more established monetization systems.
The advantage that other apps have in this respect is that longer videos can include pre-roll and mid-roll ads, facilitating direct monetization, which TikTok can’t utilize given the shorter nature of its clips. As such, it needs to look to alternate funding methods, which will also include eCommerce listings, with direct product displays now the primary source of income for the Chinese version of the app.
The platform’s continued growth facilitates even more opportunities in this respect, with more brands looking to tap into the various opportunities of the platform, and partner with creators to maximize their presence.
How popular, and valuable, direct tipping and gifting can be is more variable, as some dedicated fan bases will pay, while others will see no reason to donate for what they can already access for free.
But even so, it adds more opportunity, and the lower thresholds for monetization will see many more opportunities across the board in the app.
Opinions expressed by Entrepreneur contributors are their own.
With TikTok and Instagram Reels slowly conquering social media marketing, there’s no mistake: Short videos are in demand.
The average length for most, if not all, business videos is only six minutes long. And that number is set to decrease as consumers look for shorter videos.
With that in mind, why are short videos in demand? What platforms are implementing short-form videos the best? And most importantly, how can they benefit your business?
TikTok – Changing consumerism, one video at a time
Where shorter videos are concerned, TikTok has always led the industry. What started as a merger with Musical.ly quickly became one of the world’s most powerful social media platforms. And what made it so famous? The same concept that made Vine viral short videos.
TikTok has over 1 billion active users, twice as many as Snapchat and Pinterest. For reference, Twitter only has 397 million users. With such a massive user-base, the only thing keeping the platform alive are the 15-second-long videos.
But why are short videos so popular? Simple – people don’t have time on their hands. When they open apps like TikTok and Instagram, they’re more likely to spend time watching shorter videos. And businesses are already catching up.
The impact of Instagram Reels
With the invention of Stories by Snapchat, other platforms like Instagram caught up on short videos. Instagram Reels presents adults and young users with a more straightforward way to tell others about their day. It employs quick photos and videos that are only available for 24 hours instead of being permanently posted. Now engagement is encouraged, especially after Instagram included the “Swipe” option. This has allowed e-commerce sites to both advertise their products and make instant messaging easier.
Youtube has joined the bandwagon
While YouTube is more or less a platform for long-form videos, its recent update offers shorter vertical videos. Known as YouTube Shorts, the feature allows creators to engage with their audience in under 60 seconds.
But YouTube has another trick up its sleeve, and this one is mainly towards advertisers. It is “YouTube TrueView” and is the primary advertising technology for YouTube. Through this, advertisers can promote long or short videos, with some being skippable after five seconds.
However, since most people are unlikely to click on longer ads, YouTube now offers 6-second non-skippable ads. The clickthrough rate for shorter 15 and 30-second ads is around 70%, a whopping number for any business.
It’s time to say goodbye to IGTV
With Instagram’s IGTV coming off as less captivating than its Reels and video posts, it has decided to remove IGTV. Instead, it has a separate section for videos. These videos will appear on a person’s profile and can be viewed from the Instagram app.
The change they made here is that videos posted to the Instagram feed can be up to 60 minutes long. The exact reason for doing this is not confirmed. But it seems like Instagram wants a seamless platform where short and long videos co-exist.
This makes long videos more accessible to users using the Instagram app. And it helps promote video tutorials that people typically do not consume on social media apps.
Another significant change is that Instagram videos that are longer can be monetized, a feature not available on Reels. This significantly shifts the focus towards creators who don’t sell a service and want to gain cash through Instagram.
Does this mean long-form videos are out of the picture?
With short-form videos becoming more popular among consumers, will long-form videos die out? While it’s highly recommended for any business to create videos as short as possible, the answer isn’t that black and white.
While short-form videos will drive traffic from new users, long-form videos are better for brand loyalty. Shorter videos will get more engagement and show up on new users’ feeds. But longer videos will be the backbone of your business.
Of course, that depends on what service you’re offering. Ecommerce companies will want to direct their attention towards short-form videos and ads. However, long-form videos are better suited for when you want to go in-depth about product details. That is, of course, only after you’ve grabbed the user’s attention with a short-form video.
Companies that offer webinars will benefit from longer videos. And so will companies that post interviews. However, promos and how-to videos should remain under a minute or two, depending on how long the tutorial needs to be.
Essentially, ask yourself two questions:
- First, can the video content be summarized in a short-form video?
- Do you want to merely catch the attention of the consumer or develop brand loyalty?
The correct formula is neither short nor long, but a mix of both.
What this all means for an entrepreneur
Short-form videos hold substantial market value, especially for new businesses. Take the example of the Dollar Shave Club. What started as a viral video on YouTube grew to become a behemoth of a brand.
And that’s not where the examples end. There are countless success stories like this one that prove the value of short videos.
Short videos have a higher clickthrough rate, and for entrepreneurs, that’s all you need. Short videos are of particular interest to people with ecommerce businesses. For example, 84% of people say they are more compelled to buy a product by watching a video. And the statistics keep on showing a friendlier short-video market.
There is no doubt that short-form videos are gradually creeping up the graph. And while long-form videos are great for information and brand loyalty, shorter videos are better for PR.
This begs one last question: Are videos beneficial for you? The answer is – yes!
And with 1 billion monthly active users, it’s time to join the action and get your brand out there to a wider audience!
Want to learn how to make a TikTok Video but don’t know where to start? Don’t sweat it! We broke down all the steps and tools you’ll need to make a viral-worthy first video and make sure your debut is anything but cringe.
Download the full Social Trends report to get an in-depth analysis of the data you need to prioritize and plan your social strategy in 2022.
How to create a TikTok account
First things first, you’ll need to create a TikTok account.
There are different ways to sign up for one: you can use your phone number, email address or social media account. Here’s how to do it using your phone number.
1. Download TikTok from Google Play or the App Store.
2. Open the TikTok App on your iPhone or Android.
3. Click the “Me” or “Profile” icon at the bottom-right of your screen.
4. Choose a method to sign up (we’re choosing “use phone or email”)
5. Enter your birth date and phone number (make sure this is accurate because it’s how you’ll retrieve passwords and confirm your account).
6. Enter the 6-digit code sent to that phone number (see, told ya!)
7. You did it! Celebrate by scrolling TikTok for too many hours.
How to make a TikTok video
Here’s how to get started on your very first TikTok video. Luckily for you, it’s way easier than learning this TikTok Shuffle dance.
1. Hit the + sign at the bottom of your screen.
2. You can upload photos and videos from your phone’s library or make a video directly using the TikTok camera.
3. If recording directly, hit the Record button at the bottom of the screen. Hit it again when you’re done recording. The default video mode is “Quick” which is for 15 second videos but you can switch it to “Camera” for more editing options and longer videos (15s, 60s and 3 mins), or “Templates” to create a specific style of video.
4. Tap the check mark when you’re done shooting all your footage.
5. Make any edits or changes on the post page. All your edits are on the right sidebar of the screen. Also, add music or sounds by hitting “Add sound” at the top of the screen.
6. Post that video and share it everywhere! Make sure to include a description with some hashtags so it finds its way to your audience.
How to make a TikTok with multiple videos
Instead of taking one long video, why not capture shorter videos and edit them together to make your TikTok video? Here’s how to do that (and you don’t need a film degree).
1. Hit that “+” sign to start your video
2. You can either shoot multiple videos directly by hitting that record button after each clip, building up your video with different shots. Or, you can hit the “Upload” button next to the record button and add multiple videos and photos you have stored on your phone.
3. Select all your media and tap Next.
4. You can now sync sound across your videos and make adjustments (or try “Auto sync” which will do the syncing up for you.)
5. Hit Next when done. You’ll be brought to a preview screen where you can further add sounds, more effects, text, and stickers.
6. Tap Next when you’re done editing your video and proceed to the Post screen.
7. Remember to throw in a description and some hashtags and bingo-bango-bongo you’re the Steven Spielberg of TikTok!
5 things to know before creating your first TikTok
TikTok style is less polished than other types of video
Don’t worry about being too precious with your videos. On TikTok, videos are meant to be candid, and natural—and they should show off your personality. Things like perfect edits, smooth transitions or flawless lighting shouldn’t get in the way of your idea and your own charisma.
Sure, there are lots of editing options, effects and filters to choose from (what the heck is the difference between B3 and G4 filters anyways?) but the real star is you —or, at least all 6 of these friends belting out Lady Gaga for the #caughtinabadromance challenge at this bachelorette. If that’s not candid, I don’t know what is.
@ariellehartford That finger stole the show! 😂😂😂 #bachelorettetrip #gatlinburg #caughtinabadromamce
You don’t have to dance
Good news! You don’t have to spend 2 hours trying to perfect the LaLisa dance tutorial to make sure your video stands out (unless you want to, then no judgment over here!).
There are so many different ways to engage your followers that don’t involve you popping and locking in your living room in front of a ring light (but again, no judgement if you do, except maybe from your pet and their adorable judging eyes).
You also don’t have to attempt whatever this is.
@sdavidrodriguez
Hashtags can help more people see your post
It’s no secret a good hashtag can go a long way on TikTok. Strategic use of hashtags will help people find your videos who don’t already follow you, and maybe even see it on their For You Page (FYP).
Find the best hashtags to grow your views and help get your content recognized by the algorithm. You worked so hard on it, might as well show it off to as many people as possible.
The right song can go a long way
Attaching a trending song to your video or audio from a popular TikTok video can help it get seen by more people. This app has a big music following (lots of new songs are intentionally promoted through the app to help them climb the music charts) so lassoing your video to one of these shooting stars is only going to help you get on more FYP and in front of new audiences.
@suzyjonesmusic
Your greatest asset is you
Don’t overthink it, just come up with a simple idea and let your personality shine through. The sense of intimacy and community that TikTok brings is why people love this app—it feels personal.
Even if you’re doing a TikTok challenge or trend that’s popular, the thing that will make you stand out is your unique take on it. It’s not about gimmicks but about putting your best self out there. Nothing should feel too staged or self-aware (that’s cringe territory). Pretend your audience are your good friends and approach it with that energy!
@janikon_No, I can’t re-record this, I’m laughing too hard #fyp♬ original sound – Stu (he/him)
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